Measuring ourselves to mediocrity
Coca-Cola president argues brands and agencies must bridge the gap between creativity and effectiveness - a gap widened by marketing testing and measurement tools
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Coca-Cola's Wendy Clark on the 'artificial divide' between creativity and effectiveness
In pursuing effectiveness, brands and agencies often disconnect creativity from the process - and marketing testing and measurement tools are partly to blame. This divide must be bridged, Wendy Clark argues in the third of our series on creative effectiveness